About Us
About Data In Sport
Data in Sport was founded to help organisations and practitioners turn complex performance data into clear, actionable insight.
With over a decade of experience in elite sport, working within Premier League football at teams such as Brentford FC, Wolverhampton Wanderers FC, and other high-performance environments, we understand the realities of applied practice - where decisions need to be fast, accurate, and impactful.
We specialise in building end-to-end data solutions, from data collection and infrastructure to advanced analytics and visualisation. By integrating multiple data sources into streamlined, automated systems, we help teams and organisations move away from fragmented workflows and towards a single, reliable source of truth.
Our approach is grounded in usability. We work closely with practitioners — coaches, sports scientists, and medical staff — to ensure that every dashboard, report, and system we build is intuitive, relevant, and designed to support real-world decision-making.
Whether it’s developing scalable data platforms, enhancing reporting processes, or unlocking deeper insights from existing datasets, our goal is simple: to make data a competitive advantage.
Our Philosophy
At Data in Sport, we have over 10 years of professional experience within elite sport. This includes Premier League Football Clubs, Category 1 Academies, international teams & organisations, education companies and world-leading sport science organisations.
Data processes in professional sport continues to grow as we intend to offer and implement cutting edge solutions. Many organisations are tasked with transforming performance departments data processes, from using basic data monitoring and reporting tools saved in different locations with limited access, to creating a model that displays relationships between several sources. In turn, the accessibility of this data has revolutionised how we progress various projects, share data and answer performance questions.
At Data in Sport, we work with individuals, teams, schools and organisations with their data processes & visualisations. Our fluid approach towards finding solutions helps solve the breadth of problems that can be found in different datasets, environments and sports. As Data Analysts, we are skilled in Power BI, Tableau, SQL and Excel which allows us to identify powerful insights and patterns for data-driven decision making. However, we constantly ensure that it is us driving the data and decision-making process, not the data driving us.
We always want to be clear on our philosophy with data and performance, how we want it to be interpreted when working with end users, so it helps drive the decision-making process. However, a common theme from our experience is, there is a misguided approach of going from the data collection to analysis and straight to action. We believe a more balanced and thorough approach would be collection, analysis, conversations and then action. With the analysis process being well thought out with an appropriate analytical tool applied to the data, to extract correct results. When it comes to data and insights, the data collection must be consistent, repeatable and accurate. It is all well and good having a 'fancy' dashboard, however if it is not providing quality insights and solving problems then it becomes pointless.
Keeping abreast with the latest research is also a key component of our philosophy. We have reviewed and translated some of the latest performance research which includes producing reports, visualisations and presentations to further performance strategies.
Let us help you save hours in cleaning, analysing and visualising your data, and spend more time making decisions with the quality insights we can provide.